UNDERSTANDING YOUR CUSTOMER
Understanding your customers is key to successful marketing. A DMP (data management platform) gives you a straightforward way to control your customer data, and gain the insights you need to create more effective campaigns across all your marketing channels.
The 3 most notable areas a DMP can help advertisers include:
Collect and analyze all your customer data from a single, easy-to-use platform. All your online and offline, first and third-party data can be centralized, giving you a crystal clear view of your customers.
Identify your most valuable target audiences, from you own first-party data and third-party sources. Easily create high-performing customer segments.
DRIVING MARKETING SUCCESS
Use your deep insights to run programmatic advertising campaigns to make more strategic, informed decisions across all your marketing channels.
However, these three key areas only scratch the surface. Gartner, research and advisory firm, reveal the many applications of a DMP in their article ‘Top 10 Amazing Secrets of DMPs’ and neatly breaks down the jargon to explain the practical use cases of a DMP.
WHY ARE MORE AND MORE BRANDS LOOKING TO DMPS FOR THE ANSWER?
Over 90% of brands will be using a DMP by 2018 according to ExchangeWire, who also found that improved ROI of marketing and advertising activities, ability to turn data into insight, first-party data integration, reduce media buying wastage and data normalization were the leading responses for DMP adoption.
SO HOW DOES A DMP AND DSP TALK TO EACH OTHER?
DMPs store, sort, analyze and categorise all forms of data from first to third party. They define different profile segments and determine the right message that should be delivered to the target audiences. This information is fed into a DSP to refine targeting across devices. For a more detailed explanation check out our blog post ‘From Big Data to DMP’.